August 27, 2016 - 14:38 AMT
Snapchat to introduce behavioral targeting by year-end

Snapchat is planning to introduce behavioral targeting for advertisers, the company's director of revenue operations Clement Xue revealed in an eMarketer report published earlier this week, the Business Insider says.

Xue said the company was working towards rolling out behavioral targeting capabilities in the third quarter of 2016, according to the "Snapchat Advertising" report.

Snapchat declined to comment.

Business Insider said that Snapchat will, at this stage, only be using behavioral data from users' activity in the app.

What that means is if users were heavy consumers of basketball content, for example — perhaps following an NBA Snapchat account or consuming lots of content on the ESPN Discover channel — advertisers could target them around categories such as "sports" or "basketball," Business Insider says.

Snapchat won't, at this stage at least, be using data from web browsing behavior that takes place outside of the app in order to serve targeted ads.

There is a possibility that could come later. Last month Snapchat introduced its first "log in with Snapchat" button inside the Bitmoji Keyboard app the company quietly acquired earlier this year. The button lets people sign in with their existing Snapchat credentials, rather than having to create a separate Bitmoji account.